The Future of Experience Design

2. © 2022 Universal Robots A/S. All Rights Reserved. Anja Saabye • Head of UX and Product Design in Universal Robots 2020– now. • Previous E-commerce, Advertising and consulting • 20+ years in leadership • 3 kids – Sofus, Theodor and Elliot • Loves SKI, WATERSPORTS, RUNNING, Architecture and Danish Design • Live in Denmark

4. © 2022 Universal Robots A/S. All Rights Reserved. UR Company overview - 100,00 200,00 300,00 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Revenue Trend (M$) 2005 Founded in Denmark 40-50% of the cobot market Partners in the UR ecosystem 50,000+ cobots sold Teradyne Inc. Part of 900+ employees 20+ offices 1,100+

5. © 2022 Universal Robots A/S. All Rights Reserved. Universal Robots Family UR3e UR5e UR16e UR10e UR20 Payload: 3 kg 6.6 lbs 5 kg 11 lbs 16 kg 35.3 lbs 12.5 kg 27.5 lbs 20 kg 44.1 lbs Reach: 500 mm 19.7 in 850 mm 33.5 in 900 mm 35.4 in 1300 mm 51.2 in 1750 mm 68.9 in Weight: 11.2 kg 24.7 lbs 20.6 kg 45.4 lbs 33.1 kg 73 lbs 33.5 kg 73.9 lbs 64 kg 141.1 lbs Footprint: Ø 128 mm Ø 149 mm Ø 190 mm Ø 190 mm Ø 245 mm

6. We want to create a world where people work with robots, not like robots OUR PURPOSE:

7. © 2022 Universal Robots A/S. All Rights Reserved. What does it mean?? • Automize all repetitive tasks that is dirty, dull and dangerous Spent LESS time on simple tasks that can be automated.... and MORE time being creative, thinking of ideas, solving challenges, and collaborating

9. © 2022 Universal Robots A/S. All Rights Reserved. The change in population age from 2021 to 2050 means a huge change in our user’s behaviour Country #People 65-84 years #People 85+ years USA + 37% + 186% DENMARK + 17% + 162% UK + 37% + 145% CHINA + 100% + 401% GERMANY + 14% + 147% JAPAN - 1% + 61% We will all live longer and work longer There will be more ”old people” • We will have to work smarter – not harder

14. © 2022 Universal Robots A/S. All Rights Reserved. WHY IS GOOD UX IMPORTANT IN DESIGN? When you have to design a solution for users, you have to study their behaviour. The only thing you can be sure of, is that users do not know what they want. So you have to ask the right questions in order to understand what they want.You have to use intelligence and human understanding. FUN FACT: The pushbutton telephone sets has been used 40 trillion times By choosing the fast solution instead of the preferred The world has saved 1 billion man years Source: NN Group

17. UX & Design Vision Make everybody fall in love with our brand company, product and solution Create the amazing design like Apple, give the unique user experience like Tesla and be Universal like Universal Robots Anja Saabye Head of UX & Product Design

18. UX & Design Mission We want to lower the barrier to automation, by focusing on the user: • in our design • in every touchpoint • in our UR experience • in the use of our product and services by designing for, with and to the user

19. © 2022 Universal Robots A/S. All Rights Reserved. Universal Robots Design Philosophy • Our Story • The design values in the company • Aesthetics and materials • Approachable and innovative • A foundation for design And we also have an Experience Philosophy

23. © 2022 Universal Robots A/S. All Rights Reserved. Future trends Sustainability Make the footprint obvious by creating transparancy about sustainability aspects “Go beyound compliance” and add sustainability to innovation Bring down legacy and digital storage Social responsibility – do not build in mechanism to make the user stay longer, if the users do not get a profit from this Make sure not to misuse our users time and effort for the good of the product stakeholders AI Make the right content Ensure the great user experience

25. © 2022 Universal Robots A/S. All Rights Reserved. Universal Robots Design System Color Palette Type Scale Spacing & Sizing Icons / Assets Voice &Tone Design Language Motion / Animation Buttons Input fields Cards Accordions Menus UI Components Tabs Guidelines & Patterns Do’s and Dont’s Design Principles Accessibility

27. © 2022 Universal Robots A/S. All Rights Reserved. Collecting Understanding Communicating • User Testing Tool • Research Repository • Customer Insights • Behavioral Archetypes • Customer Journey Map • The UR Experience Map

29. © 2022 Universal Robots A/S. All Rights Reserved. What is Behavioural Archetypes • Tailor our business goals towards serving them better • Better understanding of different mental models, assumptions and exceptions. • Considering all archetypes when designing a solution Who does what, how do they do it, and why?

31. © 2022 Universal Robots A/S. All Rights Reserved. Universal Robots Customer Journey Map • A customer journey map is a visual storyline of every engagement and interaction our customer has with our service, brand or product. • In a single illustration, the journey map aims to capture the entire customer experience. • They help us gain a deep understanding of our customers and act as a bridge between business and buyers. Exploration Purchase Post-Purchase Deployment Post- Deployment Awareness Repeat Visits • Draw your customer journey • Identify the friction • Smoothen the customer experience - And remember to keep som friction, so you still have some touchpoints with your user - A touchpoint is a possibility to give a better user experience and sell more

32. © 2022 Universal Robots A/S. All Rights Reserved. I believe that in the future world where basic needs are covered and people buy experiences, they will prioritize great customer experiences over greed for satisfying different shareholders – that is why we as Uxers have a great responsibility to advocate for the users and design for, with and to the user in a sustainable way. - Let’s change the world! Invite: You are more than welcome to connect on Linkedin - also to ask questions or write comments

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